MICHELIN TYRE CO., LTD. The Michelin Guide to the British Isles. The Motorist’s Vade-Mecum. 1920. Fifth Year.

London: The Michelin Tyre Co., Ltd., 81 Fulham Road, S.W.3, 1920. Small octavo. Original blue cloth, lettered and blocked in red on spine and upper cover, the latter with map of the British Isles; rear cover with the iconic Bibendum figure lifting a detachable wheel, captioned “The best detachable wheel – The Michelin Wheel.” pp. [c. 824]. Numerous illustrations, diagrams, tables, itineraries, hotel listings, and advertisements throughout. Price on title-page: Five Shillings net. A clean and attractive copy, with light rubbing to extremities, internally fresh with mild age-toning to paper; a very good to near-fine survival in original cloth.

A very well-preserved example of this early post-First World War Michelin Road Guide, combining practical motoring instruction with extensive topographical, hotel, and route information for England, Scotland, Wales, and Ireland. The guide includes detailed itineraries, alphabetical town listings, conventional signs, hotel classifications, repairers and agents, excursions, and Michelin technical guidance on tyres, wheels, repairs, and maintenance. Illustrated throughout with charming period line drawings featuring Bibendum, including several full-page and vignette illustrations.

The British Michelin Guides were instrumental in shaping early twentieth-century motoring culture, bridging the gap between technical manuals and leisure travel handbooks. Issued annually, they reflect the rapid expansion of private motor travel following the First World War and the increasing standardisation of hotels, roads, and repair services across Britain and Ireland. The use of the Bibendum mascot as both branding and instructional device is characteristic of Michelin’s innovative approach to corporate publishing and graphic identity. Early British Isles Michelin Guides in original cloth, particularly clean copies retaining the bold red blocking, are increasingly scarce and sought after by collectors of automobilia, travel literature, and graphic design.

[L3 Arch A]